MARKETING is FINANCE is BUSINESS: How CMO, CFO and CEO cocreate iconic brands with sustainable pricing power in the new Galactic Age

by Chris R. Burggraeve

The every day priority of CEOs is creating sustainable business growth. Focus on the bottom line, and on the top line. To make that happen, structurally connecting marketing better with finance is proving to be one the biggest challenges. In July 2019, humankind celebrates 50 years since the first Moon landing. Driven by Branson, Bezos and Musk, and other new rock(et) star billionaires, Space Race 2.0 is generating a massive new investment and consumer change cycle no business marketer can afford to miss out on. To benefit from its transformative impact over the next 50 years, companies need to urgently upgrade all prevailing marketing and finance mindsets and models. Most date back 50+ years, to the Sixties, when Space Race 1.0 started. Strap yourself in, as you will go for a rocket ride, organized in 4 Stage 1: Look Adopt a New Galactic Mindset Marketing and Finance are both Mars and Venus. Understand the impact and transformative power of the last 50 and next 50 years of Space. Start thinking beyond the historical think local, act local and think global, act global , towards a new unifying mindset that raises the Think Galactic, Act Galactic . Stage 2: Launch Secure Basics Before You Fly In flight, safety always comes first. Get your business marketing wings before you skyrocket. A crash course in the key marketing models for the CEO and CFO. A quick study of the one finance model each CMO should know. Also, understand the limits of models, and why people in the end crave miracles. Stage 3: Successful Marketing in a Galactic Age Discover Burggraeve’s 8 fundamental drivers of world class marketing capability (MC), expressed in a simple and memorable rocket the MC- Rocket © . Build a sustainable brand business for the new Space Age. Stage 4: Escape Successful Investing in a Galactic Age As a CEO, how can I better assess and explain my level of marketing excellence internally and externally? How can investors pick the best marketing driven companies? Discover an advanced concept for a new to the world marketing excellence and rating Alpha M ™ . Complete with its (downloadable) checklist audit, it will help investors assess and compare marketing capability excellence between companies, to pick galactic winners. Over time, the model can even help predict top line growth.

292 pages, Paperback

Published December 12, 2018

Reviews

[Emil Madsen]

This is not a marketing book. It pretends to be. But when you read it you realise that most of the content is the author rambling about this thing and that, most of the time riffing on the idea that we are in a new space age and that requires you to think and act differently. You’ll get solid advice like “stop thinking global, start thinking galactic” (yes very useful stuff).

When the author actually makes it to marketing models and insight, it’s mostly his own models branded for his own consultancy (creating renaissance brands (tm)). It kind of feels like, if you took out all the fluff and lingo, this book could have been an email.